J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of its
Christmas gift program, inviting shoppers to discover the brand's
elevated gift assortment, while showcasing the great value in shopping
with JCPenney. With its selection of innovative, high-quality gifts,
along with convenient shopping options and outstanding customer service,
JCPenney once again demonstrates its leadership as America's shopping
destination this Christmas.

"Customers will continue to be smart and savvy when shopping for friends
and family this Christmas. That's why we have made it our mission to
bring our customers our most exciting assortment of affordable gifts yet
-- all delivered with outstanding customer service and a convenient,
easy shopping experience," said Liz Sweney, JCPenney's co-chief
merchant. "Our gifting strategy this season will be supported by a
strong promotional calendar and our integrated marketing campaign, 'New
list. New gifts. Who knew!,' which includes a comprehensive digital
platform to reach more mobile users and drive customer engagement."

The Gifts Topping Everyone's List:

JCPenney's assortment takes gifting to a new level this season with
exciting, must-have gifts at compelling prices including:

Additionally this season, 200 JCPenney stores that do not have a
Sephora inside JCPenney beauty boutique will feature a beauty "pop-up"
shop, carrying a selection of sought-after beauty and fragrance
products and gift sets.

JCPenney's gift
card selection has been enhanced this year with a collection of "stocking
stuffer" gift cards, packaged with unique "extras" for the
recipient (ex. Snowman gift card packaged with floam for modeling a
snowman).

Customers shopping JCPenney this season will find associates committed
to providing superior customer service. All associates are
trained under the Company's CustomerFIRST program, which focuses on
empowering every JCPenney associate to make customers their No. 1
priority in order to deliver valuable customer service that exceed
customers' expectations every time they shop with JCPenney.

"New list. New gifts. Who knew!" Integrated
Marketing Campaign:

JCPenney's holiday promotions will be supported by its "New list. New
gifts. Who knew!" integrated marketing campaign, showcasing JCPenney as the
destination for the gifts topping everyone's list this season. Featuring
powerful merchandise images and fun, bright colors, the campaign
incorporates national television spots, outdoor ads, print, digital and
direct mail components as well as non-traditional media elements, such
as mobile and social media marketing.

The campaign is anchored by two 30-second television spots -
created by Saatchi & Saatchi - which will air on major television and
cable networks throughout the season. Titled "Who's on your list" the
spots highlight various gift recipients enjoying their gift from
JCPenney. Additionally, JCPenney will air a 30-second spot
highlighting its Salvation
Army Angel Giving Tree online initiative.

The Company has launched a mobile commerce site (m.jcp.com)
allowing users to make purchases on jcp.com directly from their phone;
added enhancements to its mobile apps available on iPhone, iPad
and Android; and launched special offers to those who "check-in" to
JCPenney from their smartphone using Foursquare(TM) or Facebook(R)
Deals via Facebook Places. Along with mobile
coupons sent via text, JCPenney will also market to consumers
through Apple(R)'s new iAd concept with the launch of an
interactive ad that will appear when iPhone and iPod Touch customers
use an app on their device.

JCPenney has also created a Christmas marketing campaign specifically
for the Manhattan market. Outdoor marketing will feature strong
imagery and fun statements such as "Jingle all the way to 33rd
& 6th," and "Bright lights, merry savings." All signage
will have a call to action, encouraging customers to text JCPenney to
receive a link to a mobile holiday site with gift ideas. In the weeks
leading up to Christmas, the back of New York's Metro Transit
Authority cards - that every subway traveler purchases, swipes, and,
most importantly, keeps all day long - will feature JCP NYC branding
with a JCPCA$H special offer. JCPenney's Manhattan Mall store will
also be offering special branded shopping bags throughout the season.

A dedicated "gift
hub" on jcp.com allows customers to easily view the great gift
offerings available at JCPenney this season. Customers can search for
gifts by price range (under $25, under $50, $50 and up), by
person/category (for him, for her, for home, for Juniors, for guys,
for kids, for baby, toys) and even view the "Top 10" gifts by
person/category. Additionally, a special social commerce app on JCPenney's
Facebook page will allow customers to view and purchase items
from JCPenney's gift assortment.

This press release has an accompanying Smart Marketing Page providing
further details about the organization, products and services introduced
above. You can access the Smart Marketing Page via the following link: www.businesswire.com/smp/christmas-at-jcpenney.

About JCPenney

JCPenney, one of America's leading retailers, operates over 1,100
department stores throughout the United States and Puerto Rico, as well
as one of the largest apparel and home furnishing sites on the Internet,
jcp.com. Serving more than half of America's families each year,
JCPenney offers a wide array of private, exclusive and national brands
which reflect the Company's vision to be America's shopping destination
for discovering great styles at compelling prices. Traded as "JCP" on
the New York Stock Exchange, the $17.6 billion retailer is transforming
its organization to support its Long Range Plan strategies to build a
sustainable, profitable enterprise that serves its customers, engages it
associates and rewards its shareholders. For more information visit www.jcpenney.net.